Consumer Behaviour

DELHAYE Marie (s154262)
Consumer Behavior 2016-2017 (M2)
Consumer Behavior
Main textbook: Solomon Michael R.(2015), Consumer behavior: buying, having, and
being, Harlow : Pearson, 11th edition
Exam
Types of questions MCQ Open questions
60% open questions (+1/0)
40% MCQ (+1 / -0.25)
Monday 09/01/2017: 1,304,00 PM in N1
Material to study
Course taught by myself (including the videos)
Nudge challenge: The main ideas of:
The 6 articles you examined in detail for your respective project
Conferences and lectures (5 in total)
Velib business case + main ideas of the article on misbehavior by Fisk et al. (2010)
To bring on the day of the examination 2 pens(blue and/or black) Tipp-ex (roller
type)
1
INDEX
Exam ................................................................................................................................................ 1
Introduction to Consumer Behavior ............................................................................................ 3
Social marketing............................................................................................................................. 8
Key Success Factors in Social Marketing .................................................................................. 18
Understanding the consumer: Theoretical Models of Behavior Change ............................. 21
Politics and consumer behaviour .............................................................................................. 28
Exercise: Consumer Misbehaviour at VELIB ............................................................................. 30
Guest speaker: Haystack - finding needles .............................................................................. 32
Guest speaker : Anas Grtry Thats embarrassing: Effects of Brand
Anthropomorphism on Consumer Disclosure ........................................................................... 46
Guest speaker: Customer retention .......................................................................................... 58
Guest speaker : David Hachez - Emolytics .............................................................................. 64
Guest speaker: Simon Haze Contamination in ABS ........................................................... 73
2
Introduction to Consumer Behavior

Why do we need to study consumer behavior
Subjects:
- Binge drinking
- Menu optimization
- Wear a tie
Not
- Why in certain countries you have special indication important
-
- Tupperware
- Loral : why beautiful women and very specific/technical names
- Anthropomorphism (giving human-like characteristics to an object)
- Better understand why beautiful women next to beautiful cars
Robert Cialdinis Principles of Persuasion

https://www.youtube.com/watch?v=cFdCzN7RYbw to check the video
Secrets from the science of persuasion
Influence us to say yes
When making decision reality we need shortcut to make decision
6 shortcuts cut human behavior
1- Reciprocity obligation to give when you receive (invitation to party, favour of

colleague)
a. Does the giving of a gift in restaurant have an impact on tip (3%, 14%, 23%
influence by how it was given not what was given)?
b. Direct marketing (use personal name to address you
c. Lower feeling of guilt
2- Scarcity people want more of the things they can have less
a. The benefits + whats unique+ what they will lose
b. Exp. Orval beer with limited production to increase demand
c. Amazon just a few items left
3- Authority people will follow credible experts
a. Weight watchers
4- Consistency looking/asking for commitments that can be made
a. Sticker Baby on board drivers of this car will drive in more careful way
5- Liking say yes to those they like, with 3 factors: similar, compliments, cooperate
on similar goals
a. Time= money
b. Find similarities, genuine compliments
6- Consensus look at actions of others to determine our actions
3
What is Consumer Behavior ?

=Study of the processes involved when individuals or groups select, purchase, use, or
dispose of products, services, ideas, or experiences to satisfy needs and desires.
(Solomon, 2015)
Maslows Hierarchy of Needs
Are we in control of our own decisions ?

https://www.ted.com/talks/dan_ariely_asks_are_we_in_control_of_our_own_decisions
TED Talk - Dan Ariely Be irrational
What is a Nudge ?
A subtle change in the person environment that results in a change of behavior.
(Solomon, 2015)
Examples of Nudges :
4
A brief History of Nudge

Video:
https://www.youtube.com/watch?v=Yhnv8VVPagU&index=2&list=PLXdZQ1JyYHlTDR0hLA
JM4fa_Dvj9udqcb
The Competition Nudge Challenge : Objective1

Promote in an eco-responsible way the spectators of OG of 2024 in Paris
Some inspiration and resources

6 scientificarticles to read(compulsory)
Cornelissen, G., Pandelaere, M., Warlop, L., & Dewitte, S. (2008). Positive cueing:
Promotingsustainable consumer behaviorby cueing commonenvironmental behaviorsas
environmental. International Journal of Researchin Marketing,25(1), 4655.
Giebelhausen, M., Chun, H. H., Cronin Jr, J. J., & Hult, G. T. M. (2016). Adjusting the
Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs
Moderates Their Impact on Service Satisfaction. Journal of Marketing, 80, 56-71,
Goldstein, N. J., Cialdini, R. B., & Griskevicius, V. (2008). A room with a viewpoint: Using
social norms to motivate environmental conservation in hotels.Journal of Consumer
Research,35(3), 472-482.
Oceja, L., & Berenguer, J. (2009). Putting text in context: The conflict between
proecological messages and anti-ecological descriptive norms.The Spanish Journal of
Psychology,12(02), 657-666.
Schultz, W. P., Khazian, A. M., & Zaleski, A. C. (2008). Using normative social influence to
promote conservation among hotel guests. Social Influence,3(1), 4-23.
Schultz, P. W., Nolan, J. M., Cialdini, R. B., Goldstein, N. J., & Griskevicius, V. (2007). The
constructive, destructive, and reconstructive power of social norms.Psychological
Science,18(5), 429-434.
Influence & Manipulation

https://www.youtube.com/watch?v=HNxDinw_Kjo
Behavior change
1. Economic tools (bonus-malus)

2. Legal (the two tools may be confronted with resistence of the people)
3. INFLUENCE --> VOLUNTARY ACCEPT in a conscious or inconscious way
Using a social norm is showing that many others or similar others, ... are doing the same as
you (should do)
1 NOT TO STUDY&READ FOR EXAM!!
5
What is an Experimentation Plan?

To test the effect of the bluepill(fictious example):
Time 1:
Participants report on theirlevelof erection
Researchers takehardmeasures (heartbeat, bloodpressure,)
Time 2: RANDOMLY assign the participants to one of the twogroups:
Group 1: receives the bluepill(withan active ingredient)
Group 2: receives the bluepill(placebo: withoutanyactive ingredient)
Time 3 (i.e., one houraftertakingthe pill):
Participants report on theirlevelof erection
Researchers takehardmeasures (heartbeat, bloodpressure,)
Towel example
Goldstein et al. (2008)
Experimentation 1: INDUSTRY STANDARD VERSUS SOCIAL NORMS
Participants: 1,058 instances of potentialtowel reusein 190 rooms
Materials: Two different messages:
1. Industry standard: HELP SAVE THE ENVIRONMENT. You can show
your respect for nature and help save the environment by reusing your
towels during your stay
2. Social norm: JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE
ENVIRONMENT. Almost 75% of guests who are asked to participate in our
new resource savings program do help by using their towels more than
once. You can join your fellow guests in this program to help save the
environment by reusing your towels during your stay.
Each of the 190 hotel rooms was randomlyassigned to one of the two
different messages.
Presentation Techniques (Based on Consumer Behavior)

Sources: https://www.youtube.com/watch?v=E7U74c0Hzbk &
https://www.youtube.com/watch?v=FLt3H01XNto
Do prescriptions work better than proscriptions ?

Sources: http://inudgeyou.com/archives/6744
Considering the many social and environmental imperatives, we will be examining

Consumer Behavior to influence customers (whatever their profile is: clients, buyers,
consumers, citizens, users, patients, students, members, ) to voluntary adopt behaviors
that are in their interest and/or the interest of the society
6
In the 21st century, many social problems need to be solved
7
Social marketing
Definition
Social marketing is the use of marketing principles and techniques to influence a target
audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of
individual, groups, or society as a whole (Kotler et al. 2002, p.5)
A strong understanding of the audience behaviour is absolutely needed.
So Social Marketing can be to accept a new behaviour or to reject a specific behaviour.
Social marketing sellsa behaviour
Social Marketing is about

Voluntary compliance (the aspect of the voluntary compliance is crucial in Social
Marketing if you dont want to face rejection of your marketing campaigns)
And NOT
Legal, economic, or coercive forms of influence
Origins of Social Marketing

1970s
1971: Kotler and Zaltmancoin the termsocial marketing in Journal of
Marketing
1980s
Publication of 2 key articles (Bloom and Novelli; Lefebvre and Flora)
1989: 1st book: Social Marketing by Kotler & Roberto
1990s
1994: First journal: Social Marketing Quarterly
1994: First Conference in Social Marketing 2000s
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Books and articles are published

2008: First world Conference
2010s
2011: Second journal: Journal of Social Marketing
2015: 5th Edition of the book Social Marketing by Kotleret al.
Main differences between Social Marketing and

commercial/traditional marketing
You try to sell a behavioural change and not a product!
What is the price in a Social Marketing environment?

Costs the target perceives when adopting the desired behavior
Monetary
Non monetary
Time
Effort
Energy
Social (peer) pressure
Psychological risks (e.g., embarrassment, rejection, fear,) and losses
(aesthetics,)
Physical discomfort or loss of pleasure
Environmental
Exit costs (when quitting the old and non-desired behavior)
Associated with abandoning the old behavior (ex: nicotine withdrawal leave
the car and thus, loss of a social status)
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Entry costs (when adopting the new desired behavior)

Associated with adopting the new behavior (getting up to exercise, leave
earlier to take the bus)
What is the perceived price in a customer perspective?
For instance, why in some cases are we too lazy to go to the gym?
Energy cost
Time cost
Postposed results
Organisational costs (babysitting, )
Many cost compared to a competitive behavior
What are major strategies to manage costs?
10
One could also try to classify the perceived costs the following way:
Perceived costs of mammogram
Psychological costs
Fear of finding cancer
Recognize that you get older
Wait costs
Having to wait for an appointment, tests, results
Physiological costs
Cold metal surfaces
Painful pressure
Monetary costs
Fees
Paying for child care
Transportation + parking
Energy and time costs
No time available
Arranging child care
Going to the hospital
Take a day off at work (+/- embarrassing explanation --> psychological costs)
The case of car and bike-sharing
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Who are the competitors?

- Behaviors and associated benefits our target audience would prefer over the
ones we are promoting (e.g., taking long showers, drink bottled water, drive a big
car)
o BMW and the advert where a child states that you would be a better dad if
you drive a BMW
- Behaviors the target has been doing forever (e.g., drive alone to work, smoke...)
- Organizations and individuals who send messages that counter or oppose the
desired behavior (e.g., buy your own car to satisfy your need for freedom and
seduction)
The case of condom use
But also:
Alcohol industry (you don't see all the risks)

Hollywood movies (you barely see movies where they use them)
Don't want to use
Not fun (peer pressure)
Example of the competition of bike use
Main differences between social marketing and commercial

marketing
We CANNOT sell a behaviour (eg. Stop smoking) like we sell a product/ service (eg. A
pack of cigarettes)
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Social marketing: more challenging!

Convince a target to:
Give up an addictive behavior (smoke, drink alcohol, eat fat, watch TV all
evening)
Change a comfortable lifestyle, reduce pleasure (leave the car, take shorter
showers, wash with energy/effort )
Resist peer pressure (not start smoking, use condoms, propose tap water, not drive
when drunk, no binge drinking)
Be uncomfortable, embarrassed (mammography, colorectal exam, scoop the
poop, protect skin with sun cream )
Establish new habits (eat 5 vegetables & fruits, exercise 30 minutes per day, sort
trash) Spend more money (buy green products/services, install solar panels)
Give up leisure time (volunteer, create a garden,)
Spend more time (take the train/bus instead of the car)
Give up looking good (do not wash car so often, let the grass becomes brown
during the summer time, do not use cleaning products such as bleach, buy
second-hand clothes, buy recycled paper, protect skin with sun cream)
Other ways than Social Marketing to influence Behaviors?

Technology
Ex: seat belt reminder in cars
Test of % of alcohol in blood to start a car
Economics
Pressure on the bad behavior (Malus)
Taxes on cigarettes
Fines for littering
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Incentives (Bonus)
Subsidies for low-emissions vehicles, solar panels
Legal/Political/Policy Making
Ex: 0.08% blood alcohol when driving, no smoke inside public buildings, special
baby seats for cars,
It is crucial for Social Marketing to identify those other tools to check how they are
complementary!
What is the usual big mistake in Social Marketing campaigns?

Go straight to advertising and promotion without having a good understanding of
CONSUMER BEHAVIOR!
Examples
How can we know whether ads about a specific social cause in buses are a good
idea if we dont know who the target is and if this target takes the bus on a
regular basis?
How can we know how to position our desired behavior (e.g., drink tap water) if
we dont know what our audience perceives as the benefit and costs of the
current behavior (e.g., drink bottled water) compared to the behaviour we are
promoting?
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Boomerang effect
= a situation in which something has the opposite effect from the one you intended
(Macmillan)
Example of a rushed campaign The case of tap water versus bottled

water
Source: Delcourt, C. (2007), "Comparative advertising versus non comparative
advertising in social marketing: The case of tap water." HEC-ULg.
Tap water seems an obvious choice
So, in the case of tap water versus bottled water, one can ask ourselves:
WHY customers buy bottled water, while they have to:

o Buy, lift, stock, fridge water
o Extremely polluting product
While tap water is:
o Cheap, easy to access, fresh
o Ecological
Figures & paradoxal facts

Customer are more and more sensitive to ecology (Sempels and Vandercammen, 2009)
HOWEVER
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In 2001, each Belgian citizen drank 127 Liters of bottled water

It is a growth of 33.2% compared to 1990
Why a sustainable choice (such as tap water) is apparently losing market shares
compared to a NON sustainable choice (such as bottled water) in an increasingly
environment-conscious society willing to change behaviors? (SPF Economie)
Tap water Bottled water

producers producers
CILE Nestl
SWDE Coca-cola

Marketing arguments
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How tap water producers can promote a sustainable choice

Experimental research
o Experiment objective
Find out the best way to promote tap water in an ad
o Strategy
Time 1: questionnaire 1
Time 2: ad in favour of tap water
Time 3: questionnaire 2
o Results? It went out that the results werent promising at all, showing that
even more people turned to drink bottled water rather than move to the
use of tap water. The drinkers of bottled water have drunk more bottled
water after having been exposed to the as promoting tap water
boomerang effect
Service Quality
Price Cost
Why a boomerang effect?

Reactance theory: if an individual feels like we try to constraint/limit his choices &
liberty, he will try to implement tricks and strategy to recover his liberty
o Try always to give a choice to the people whom you want to tell
something
Cognitive dissonance: you always try to be in line with your attitude and beliefs
with your behaviour
o Attitudes/Beliefs = Behaviors
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o The study tries to scare me, the sample was not big enough, it was on
another continent this is bullshit : the people try to rationalize, smoking
a few cigarette a day is not a big deal
In summary
Not simple to promote sustainable (social) choices!
A VERY good understanding of the psychology of the customer and a thoughtful

marketing are CRUCIAL
Key Success Factors in Social Marketing
#1: Promote a single, doable behaviour explained in simple terms
#2: Take advantage of what is known and has been done before
#3: Start with targets that are (most) ready for action
#4: Consider incorporating and promoting a tangible object or service to support the
target behaviour
#5: Understand and address perceived benefits and costs
#6: Make access easy
#7: Develop attention-getting and motivational messages
#8: Use appropriate media and watch for exploit opportunities for audience
participation
#9: Provide response mechanisms that make it easy and convenient for audiences to
act on recommended behaviour
#10: Allocate resources for media, outreach, research
#11: Track results and make adjustments
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#1: Promote a single, doable behaviour explained in simple

terms
You have to manage to express the behaviour in an easy understandable way, for
instance by using the S.U.C.C.E.S method (from the book Made to Stick why some
ideas survive and others die)
S.U.C.C.E.S:
- Simple
o Not so easy to be simple (eg. Singer)
o Example: repositioning of Philips
- Unexpected
o Try to catch up the intention by creating surprises
o Who is the most dangerous? Bambi or a shark?
- Concrete
o Try to give/show the nudge, dont talk about the experience but show it, so
its easy to understand what was done
o Example: The Nature Conservancy
We have saved and protect 1million hectare (abstract)
Versus
We have to save and protect Hautes-Fagnest (concrete)
o Experiment:
Find 10 white things
Versus
Find 10 white things in the fridge
- Credible
o External credibility
Experts (You need to demonstrate that you made an experiment in
a scientific way)
Stars
Real individuals having the problem (testimonials)
o Internal credibility
Facts & figures
- Emotional
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o Wheel of emotions of Plutchik : Plutchik's wheel of emotions is an infograph

that uses the color wheel to illustrate variations in human affect
and the relationship among emotions. Plutchik identified
eight primary emotions, which he coordinated in pairs of
opposites: joy versus sadness; trust versus disgust; fear
versus anger and anticipation versus surprise. Intensity of
emotion and indicator color increases toward the center
of the wheel and decreases outward. At the center, terror,
for example, becomes fear and then apprehension; ecstasy becomes
joy and then serenity. Secondary emotions are displayed as combinations of
the primary ones. (Wigmore, 2012)
o Even for low emotion products (laundry products) you will see emotions
o Try to integrate emotions in your video
- Stories
o Stories inspire and motivate
You always have a story in TV broadcasts especially (Samy the
farmer , the people from the village, the family members)
Weight Watchers relies a lot on storytelling
Idea has to elicit:
Comprehension Attention Memorisation
Implication/In
Adhesion Will to act
volvement
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Understanding the consumer: Theoretical Models of

Behavior Change
Theres nothing so practical as a good theory (Lewin, 1952)
Theoretical models are highly useful !!!!

o Identification of factors that may influence behaviour
o Identification of factors to define hypothesis in order to create guidelines
for qualitative and quantitative research
o Direction of developing interventions to change behaviour
Two kind of models
1) Cognitive decision models (or Knowledge-Attitude-Behavior KAB)
2) Change models
1) Cognitive Decision Models

Introdcution
People knowledge and beliefs about some person, issue, object, behaviour
determine people attitudes and acts with regard to that person, issue, object,
behaviour
Ex. Fruits and vegetables
o Beliefs: Fruits&Vegetables provide us with vitamins
o Attitudes: I love Fruits & Vegetables because they are plenty of vitamins
o Acts: I buy and I eat Fruits& Vegetables
Different models
Health belief Model
Social learning theory
Theory of reasoned action
Theory of trying
Cognitive dissonance
Theory of interpersonal behaviour
Behavior modification
Health Belief Model (HBM)

= Model to best predict consumer behaviour (especially in the area of health)
Objective at the beginning

o Explain participation and non-participation in screening programmes for
tuberculosis
Today
o HBM widely used in health areas
Factors influencing behaviour in response to a potential health threat
o Perceived susceptibility
o Perceived severity
o Perceived benefits of recommended behaviour
o Perceived costs & barriers of recommended behaviot
o Internal and external cues to action
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HBM is very useful to understand social issues (even the ones non-related to health issues)
Why do old people do not install smoke alarms- considering that costs are low
and the potential benefits are very high?
Researchers used HBM as a guide to:
1. Discover whether old people perceived themselves to be susceptible to fire
2. Learn what the perceived severity/seriousness of a fire would be for this group
Researchers found that
o Old people did NOT think they were susceptible to fire
o Old people considered consequences to be severe/serious
Considering the results need for improving perceptions of personal
susceptibility
Examples of advertisements: on which factors are they trying to raise concerns?

o Advert with holes in the legs: severity make people aware of the
consequences of diabetes
o Check your risk of type 2 diabetes: severity if you dont check, the
consequences will be severe: stroke and amputation
o Anyone in your family have diabetes: susceptibility if someone in your
family ha diabetes, you are more likely to have also diabetes
o A snapshot : susceptibility
o One in three American adults : susceptibility
o Australians : susceptibility
o Control your diabetes for life : benefits of recommended behavior you
will be a healthy person if you control your diabetes
o For her sake : benefits if you control, you will live longer and see your
daughter grow
o Actually diabetes is more than just diet or insulin or injections : costs of
diabetes provide support to people who has diabetes because it is
really tough.
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o Smoking causes mouth diseases : severity

o Join the millions who are now living smoke free : benefits
o I wish I had never started smoking : susceptibility/severity they want to
empower people to quit smoking thanks to an help line, they try to work on
susceptibility also because he is a man just like you, but also on severity.
o How long can you live : severity
Severity Susceptibility Benefits Costs
Social Learning Theory

Introduction
- Rewarded behaviors tend to be repeated
- Punished behaviors tend to be NOT repeated
Many behaviors depend on the experiencing of rewards/punishments but also by
observing the delivery of rewards/punishments to others (e.g athletes serving as
role models)
Many behaviors depend on social reinforcement
The role model

- Credible, attractive, expert, empathetic with the audience
- How clearly and credibly the models behaviour is seen to be rewarded
Gillette using three very known sportsmen to promote its

shaving range of products.
The Theory of reasoned action /planned behavior

Introduction
- Behavior is a function of intention Intention is a function of attitudes Attitudes
are function of beliefs
- /!\ being full of intention dont mean that you will adopt the right behaviour
Behavior Intention Attitudes Beliefs
- This theory is widely used to predict various behaviors

- Useful to predict consumer actions
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- Perceived behavioural control
Authors (Fishbein and Azjen (1975))
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Be careful towards the Attitude-Behavior gap
Attitude-behavior gap or Intention-behavior gap

Only 26% to 57% of our intentions are implemented. WHY?
Obstacles
External obstacles
o Effective impossibility
No public transportation available
No garden available no compost,
o Possibility BUT prohibitive global cost compared to a classic alternative (NB:
costs: time, energy, effort, money, )
Owned car versus public transport
Personal factors
o Lack of resources
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Money
Time, space, competencies, knowledge
o Personality factors/psychological factors
Cognitive dissonance
People who restore cognitive consonance by rejecting the
truth
Locus of control (=Locus of control refers to the extent to which
people feel that they have control over the events that influence
their lives - A locus of control orientation is a belief about whether
the outcomes of our actions are contingent on what we do
(internal control orientation) or on events outside our personal
control (external control orientation))
Internal (=If you believe that you have control over what
happens, then you have what psychologists refer to as an
internal locus of control.) attribute the mistake to yourself
External (=If you believe that you have no control over what
happens and that external variables are to blame, then you
have what is known as an external locus of control.)
attribute to context or others the reasons of failure
Perceived behavioural control
o Lack of motivation
Value system of an individual
Egocentric
Pro-social
Biospheric
Role of consumption
o Consumption is
Functional
Hedonic
Symbolic
o Consumption contributes to
People identity (eg. Apple)
To be recognized as part of a group (eg. Harley Davidson)
Be different from others (eg. Customization)
I buy, I own, I consume, so I am
Social influence
o Importance of being part of a group and to seduce that group
Habits and past behaviors
o Many behaviors are not questioned anymore as they are routine behaviors
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2) Change Models
Introduction
Those models have an interest in change in people beliefs, attitudes and acts over time
Different models
Transtheoretical stages of change
Stages of change for public opinion
Diffusion theory

Transtheoretical stages of change models

Identification of the stages an individual goes through during behaviour change
Interesting model that can be used to segment your target, because you wont
communicate to the people that contemplate compared to those that take
action
1- Precontemplation
2- Contemplation
3- Preparation
4- Action
5- Maintenance
6- Termination
People at different stages have different attitudes, beliefs, and motivations

different approaches are necessary
Example (Donovan et al. 1999=
o Pre-contemplators: 11% intention to quit smoking
o Contemplators: 22%
o Actors: 45%
Cognitive decision models and change models: a summary

Set of principles
o Intention to perform the behaviour or a (public) commitment (eg. Weight
Watchers)
o No physical or structural constraint preventing the performing of the
behaviour
o People have the necessary skills and equipment
o People perceive themselves as capable
o People consider: benefits > costs
o People perceive high social normative pressure
o People consider the behaviour to be morally acceptable and to be
consistent with their social role
o People emotional reaction when performing the behaviour is more positive
than negative
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Politics and consumer behaviour

The Polls did NOT predict such a success of Trump.
Why such a bad prediction?

Half-full glass the people behind the polls wanted Hillary to be the winner and
were biaised
More socially desirable to tell that Hillary will ein (she knows her business, he has a
bad reputation) socially desirability bias
Strong biais in the selection of the people regions where the polls were
conducted were rich and rather in favour of H.
Trump President? How did he manage?

https://www.youtube.com/watch?annotation_id=annotation_978372407&feature=iv&s
rc_vid=MvVfj0ov8k8&v=9LR6EA91zLo (=5 tricks you didnt notice)
Want to know more?

https://www.youtube.com/watch?v=MvVfj0ov8k8
Double bind (double contrainte)
It is forbidden to read this

inscription
In a double bind, whatever the option, you will lose because the person puts you in a
(stupid) situation
How to get out of a double bind?

- Reframe: Create a new frame bring something brand new on the table
Heuristics
=Mental operations that are employed in judgment under uncertainty to facilitate the
evaluation process.
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Example SANEX soap shower gel
With heuristics, we will be quite sure that the packaging on the right will be about 10%-
30% cheaper than the packaging on the left side. Why do we believe this?
Because we have processes to do fast evaluation which are heuristics in order to

help us to make (faster) decision
o Example : Family Pack will be cheaper
o Greenwashing through heuristics
Recap: How to make ideas stick:

Simple
Unexpected
Credible
Concrete
Emotional
Stories
The subconscious is motivated by emotion, not reason, Hilary Clinton or other Republican
candidates werent able to catch this aspect into their campaign.
Donald Trump however, captured the emotions, which could be defined as follows
- Frustrations
- Rage
HC: Targeted the DT: Targeted the
- Anger / haine
reason considered emotion
- Revenge
citizens as rational considered citizens
- Humour
as irrational
- Provocation
Trump created an In-Group, by tackling the white-people issue. He sat citizens in a

position of being anti-Americans by not agreeing with him.
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Win Strength Dominance
Exercise: Consumer Misbehaviour at VELIB
This poster prohibits the wrong behaviour instead of promoting the right behaviour
Red frame: Create a community us, we, our is best than yours
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Communication on the promoters and not detractors
Green frame: You should not talk about this high social norm (means that destroying and
stealing is normal). It means also that there is no penalty for those who break. You should
rather highlight the successes, the positive figures.
Broken window principle
Val Benot
Once you have one broken window, if you dont repair it, it will legitimize the fact that
you can break the others, and it will generate a domino effect of vandalism.
If you want to slow down the effect of vandalism, you have to tackle the issue of repair
Infrabel example
On the 2nd August 2016, the railway managing operator (INFRABEL) decided to not
communicate statistics of suicides of individuals on railways, this in order to prevent other
suicides. They found out previous to this that by giving the figures about suicide it was
increasing the attempts of suicide on the railway.
Customer Service & Customer Revenge

Check the Reciprocity Principle
o If you dont feel respected by the company, chances are low that the
customer will be respectful
Need to invest in customer service
Bad idea to communicate about the high figures
o Suicide and Infrabel copycat (gives modus operandi)
You have to entrust customer for the behaviour to happen
PRE-TEST to see if you stimulate the good behaviour, and here there is not even an
attempt to stimulate a good behaviour
31
Guest speaker: Haystack - finding needles

CONSUMER BEHAVIOUR UNDERSTANDING: FINDING
NEEDLESS IN THE HAYSTACK
Why should you care about market research?

In a shop:
20'000 30'000 products

25000 SKUS
The average shopping trip is about 40minutes
What is your theoretical chance to be noticed among all of this?
How much does it costs to launch a new product :
+/- 600000
This is why you need to do market research and care about it, in order to be as
sure as possible to launch a good product
In market research
o Things you can ask
o Things you can measure
Perception is reality
During this fake experiment, the interviewer was putting the smartphone of the
respondents into a new hull, but assuring that it was the brand new iPhone. And it
worked, as people were convinced that their phone was lighter, or that it worked faster
or that the colours were brighter.
32
Weird translation can also have impact on the perception of the shopping experience.
Changing behaviors & paradoxical consumers

Possessing a luxury car but going to
shop in a discount supermarket is
quite paradoxical
#mrx is often used on social media to refer to Market Research

Interesting books
Thinking fast&slow , Daniel Kahneman
The first idea of the book is that most of the decisions are done through an
emotional channel, rather unconsciously.
33
The second aspect shows how the decisions are made whether they come from
the rational or emotional system.
How brands grow , Byron Sharp
Consumer persona : you develop the perfect consumer (takes a lot of time and energy)
3 cases - Whats trending at haystack

1- Neuro : How does your chocolate feel
34
What methods will we use to answer these ?
i. Union of senses toolkit
35
ii. Images (sensations, animals, chairs)
iii. Emotional reactions
iv. Implicit associations test
36
Sample description
Expert panels N = 3
QUALI N = 3 focus group of 8 in each country
QUANTI N=150 in each country (UK & US China)
o Two separate sessions (2 x 8 samples) in order to avoid taste saturation
Chocolate lovers (min 1x/week) Non-rejecters of milk, dark or white chocolate
o Different life stages
The following 16 chocolates were selected to be tested
37
Outcome
Recharging
having chocolate because you need a boost
Business meetings consume my energy, so then I need chocolate

During an afternoon slump, I need a chocolate biscuit to pick me up
Chocolate is my go to food : during work I have a million things to do. Chocolate
helps me get through
38
Conclusion
39
2- Nudging for Eandis : How to push consumers towards eco-friendly behaviour?
What methods will we use to answer these?

i. This research exist out of two phases
Outcome
40
41
How to measure traffic in store
3- Eye tracking Does sex sell?

a. Research challenge
42
b. Research set up
i. 80 Neuro tests
1. 8 different types of print advertisements (rotated)
ii. 20 qual interviews
1. Male moderator for the male respondents/ female
moderator for the female respondents
c. The main tested ads
d. Comparison
Men Women
43
44
e. Food for thought

Seduction in advertisement is as complex as the game of seduction itself
Arousal is so much more than only a sexually driven bodily response. Gender role
equality seems to be as arousing for women as sexually laden stimuli
45
Guest speaker : Anas Grtry Thats embarrassing:

Effects of Brand Anthropomorphism on Consumer
Disclosure2
Self-Disclosure= The act of revealing (=verbally communicating) personal information
about the self to another person (Collins&Miller 1994; Cozby 1973)
Consumer self-disclosure is key to develop consumer-brand relationships. You want

consumer to disclose personal experience to the brand, because if you collect more
information about your consumer, you will be able to explore more product
development, the better you can serve them.
When consumer disclose personal informaion they tend to have higher purchase
behaviour, and have better relationships with the brands
BUT there is a Self-Disclosure AVOIDANCE!
Consumers are often reluctant to disclose personal information to brands
- Mainly because of privacy concerns (Acquisti & Loewenstein, 2012)

- But also, because of potential embarrassment
What strategies can marketers employ to facilitate consumer

self-disclosure towards brands?
Brand Anthropomorphism
= Attributing humanlike characteristics, mind, intentions, emotions, and behaviour to

brands
2 Disclosure : divulgation
46
Increases liking of interacting with the brand

o Wang et al. found that interacting with an anthropomorphized character
increases the pleasure and arousal experienced
Individuals tend to disclosure more to a partner they enjoy interacting with
BUT for all type of disclosues?
Anthropomorphized brands = social actors having their own humanlike mind and
mental capabilities
o Capable of forming impressions and evaluating others
The concern of being judged (embarrassment) is a major barrier to self-disclosure
!! Intimate information !!
With Anthropomorphism you will see the brand as capable of judging you
Hypothesis
Hypothesis 1 (H1)
H1: Brand anthropomorphism negatively influences consumers disclosure of intimate
information
How can marketers that use anthropomorphization as a positioning strategy for

their brand possibly overcome this unintended negative effect?
Indirect Questioning
Indirect questioning for intimate disclosure
= a projective technique that asks respondents to answer questions from the perspective
of another person
Overcoming embarrassment that inhibits the respondents self-disclosure
Hypothesis 2&3 (H2 & H3)

H2: The questioning method (direct vs. indirect) moderates the relationship between
brand anthropomorphism and consumer disclosure of intimate information, such that
consumers will disclose relatively less (more) to an anthropomorphized brand when
asked directly (indirectly)
47
H3: Embarrassment mediates the interaction effect of brand anthropomorphism and

questioning method on consumer disclosure of intimate information.
The questioning method changes the effect of

answering.
Research overviews - Studies

Study 1
In Study 1, we are testing the effect of brand anthropomorphism on consumer intimate

self-disclosure (H1).
Mturk, N = 136 (US residents, females=62, males=73, unspecified=1; Mage = 32years)

Cover story: Survey from an online dating brand

o Manipulation: Brand anthropomorphism
o Manipulation: Question intimacy
48
Results
As we can see, with anthropomorphized brands, the respondent tend to respond less to
the intimate questions.
Study 2
Here we are testing the interaction effect of brand anthropomorphism and questioning
method on consumer intimate self-disclosure (testing hypothesis 2).
MTurk, N=159 (US residents, females=63, males =94, unspecified =2; M Age=33 years)

49
Cover story: Survey about body type from a clothing brand

o Manipulation: Questioning method
50
Results
Study 3
Here we are testing whether embarrassment mediates the interaction effect of brand
anthropomorphism and questioning method (direct vs indirect) on consumer intimate
self-disclosure (testing hypothesis 3).
But also : Intimacy coding

Lab, N= 95 (students, females=59, males= 36)

Cover story: Survey about romantic relationship for a new advertising campaign
(clothing brand)
51
o Manipulation: Questioning method
Results
52
Intimacy coding
- Two independent judges (5-point scale, interrater reliability= .97)
Mediation analysis : Embarrassment

PROCESS Model 8, with 5000 samples
Self-disclosure
1- The brand anthropomorphism x questioning method interaction predicted

embarrassment (=1.36, t=2.00, p =.05)
2- Embarrassment predicted self-disclosure (= -2.47, t= -2.39, p = .00)
3- Bootstrapping analysis: embarrassment mediated the interactive effect of brand
anthropomorphism and questioning method (effect = -3.35, 95% CI= -8.22 to -.36)
Intimacy of disclosure
1- The brand anthropomorphism x questioning method interaction predicted

embarrassment (=1.36, t=2.00, p =.05)
2- Embarrassment predicted disclosure intimacy (= -.18, t=-3.83, p=.00)
3- Bootstrapping analysis: embarrassment mediated the interactive effect of brand
anthropomorphism and questioning method (effect = -.25, 95% CI = -.61 to -.03)
DV : Intimate Disclosure
Most common way to measure self-disclosure: quantity of information disclosed
The more words someone uses to communicate, the more effort he or she is
investing in being understood, indicating higher motivation to open the self to the
other
Total number of words in a given participants responses to the brand questions
JCP submission: main comments from reviewers

Research topic is too narrow
Intimacy coding for Study 1 and Study 2 is needed too!
Projective technique for Study 2 is not appropriate > Delete this study
Need for post-measures about what happens after consumers disclose intimate
information, how does it affect the relationship with the brand?
53
New Study 2
Replicating negative effect of anthropomorphism on intimate self-disclosure (H1)
in another context)
Showing that embarrassment mediates this effect
Including post-measures about the consumer-brand relationship
MTurk, N= 184 (US residents; women only; Mage =33years)
Design
Brand: Sanitary napkins and tampons
Cover story: Survey about feminine hygiene

o Manipulation: Question intimacy
54
Results
Mediation analysis: Embarrassment
55
Post-measure: Purchase intentions

How likely are you to buy sanitary napkins or tampons from the brand Libresse if
they were on sale in the local area?
If available, how likely would you be to try a sample sanitary napkin or tampon
Libresse?
Conclusion
Brand anthropomorphism negatively influences consumers self-disclosure for
intimate topics
The negative effect of brand anthropomorphism on consumer self-disclosure
o Can be mitigated by indirect questioning (typical other)
o Is mediated by embarrassment
o No differences when the brand is not anthropomorphized
Theoretical contributions
Extend the recent line of research that shows adverse effect of brand
anthropomorphization in diverse domains, such as product wrongdoings, price
fairness, and risk perception
Prior studies focused on consumers assessment of a brand (eg brand attitudes) or
brands actions (eg. Price fairness)
o Contrasting perspective: How brand anthropomorphism affects the extent
to which consumers perceive a brand as evaluating them
Mechanism underlying the negative effect of brand anthropomorphism on
disclosure of intimate information
o Brand anthropomorphism decreases disclosure because of a higher level
of embarrassment
Managerial implications
It is not uncommon for brands to ask consumers to engage in intimate self-disclosure.
56
What are the implications of adopting a brand anthropomorphization strategy on

consumer self-disclosure?
- Brand anthropomorphization will elicit lower intimate self-disclosure

- Technique to mitigate this negative effect: indirect questioning
57
Guest speaker: Customer retention

Why would you quit a supplier?
Better offer
Quality
Price
Bad experience
Internal External
Pushy sales Competition called me
Product/service not up to expectations Better offer of competition
After sales did not solve my problem Better quality
Wrong billing Smaller price
Wrong info Bad experience
No more contract
Recommendations from friends
Image
Why retention is easy in theory but not in practice within a

company?
A new customer had a value of 0 before (because he wasnt a customer before)
An existing customer, you could increase his value by a special action, but you might not
see the results immediately.
Make sure that your customer is at the center of everything you do.
58
Retention starts at the act of sales

Customer lifecycle management
Acquire Convert Serve Retain Grow
Target Enroll Listen Renew Cross-Sell
Customer Attract Welcome Satisfy Target / Up-sell
Offer Learn Attract
Target
Renewal you arrive at the end of a contract and you are contacted to sign a new
one,
Or
Renewal you are not satisfied with the product you have and you are contacted to
see if you may change it for a more suitable one
The main KPI to measure retention is churn

Customer base churn rate
= Churn rate when applied to a customer base, refers to the proportion of contractual
customers or subscribers who leave a supplier during a given period. It is a possible
indicator of customer dissatisfaction, cheaper and/or better offers from the competition,
more successful sales and/or marketing by the competition, or reasons having to do with
the customer life cycle.
#
=
#
20000
= 20%
100000
This also mean that the lifetime of your customer is 5 years.
Metrics & tools to use in a retention environment

NPS (=Net Promoter Score)
o How likely would you recommend my product to a friend
o NetPromoter or NetPromoterScore is a management tool ()
o You can compare it in time, or with your competitor
Exit enqute
o Simple tailored made short questions to understand why a customer left
the company
FTR
59
o FirstTime Resolution: % of contact trough your customer care service

o The more the customer contacts you to ask, the worse it is
o If your team takes more than one time to answer it means that there are
not enough people
SQT
o Sales Quality Tracker Survey on a new customers to check the quality of
sales (complete info, pricing, ) Even more important when working with
external sales partners
Complaints analysis
o Understand the complaints
Use case Energy sector

Annualized monthly churn
If you managed to decrease the people who are leaving your company, you may save
money.
1st Year churn
A new customer stays in average 3 years.
Your new customer stays less than the average of the customer base, meaning
- Your competitors do something better

- Youre doing worse than before
60
Analysis & Action plan

Customer service
The churn 3 months after the contact with customer service is huge (12%).
- Training to customer care service to

actually try to understand why you want to
leave and to try to make a counter offer.
First monthly bill

The churn is quite big.
Decision to call after the subscription to check

that everything is ok.
First annually bill

Decision to contact customer to make sure that they understand the bill
61
NPS
Loyalty
Its easy, but its
Behavior a matter of
interpretation
inside the
Behavioral company to
evaluate what
Intention you think about
it
Attitudes towards the
Brand
Brand Awareness
Use case : Orange (Mobile phone operators)

Why is the satisfaction different in the two parts of Belgium?
Competition is stronger in the North
The commission is (usually) 4times higher for a new customer than for an old customer
62
orange decided to
launch a campaign that thanks the faithful customer (building relationship) rather than
being guided by attracting new customer.
Use case: Telenet

They did it quite wrong, offering a tablet to their new customers and nothing to the old
customers. This created big disappointment and went on to a mockery on the net (with
a special fb page dedicated to those who were old customer and havent got
anything)
Use case Examples of delight to work on NPS and social

media
A person received with his package a handwritten postcard from a sales person. He
knew that it was on marketing purpose, yet he wrote a nice and long comment about it
on social media.
The delight aspect in social media should be taken into account
Marketeer role is to be the link between the customer needs and the company as an
organisation
63
Guest speaker : David Hachez - Emolytics

What is Customer or User Experience?
Example of a bad morning sequence
If your alarm clock doesnt ring, chances are high that the rest of your day will be bad.
The reasons for not ringing are various, but may all results of bad product design
- Cat walks over it

- Technical failure
Thats why a bad morning experience results in a bad user experience which
encompasses all aspects of the end-users interaction with the company, its services and
products
Another definition of user experience is a persons perceptions and responses that result
from the use or anticipated use of a product, system or service () user experience
includes all the users emotions, beliefs, preferences, perceptions, physical and
psychological responses, behaviors and accomplishments that occur before, during and
after use.
Product
Technology --> features
Experience
"I couldn't live without it"
For instance, Americans tend to prefer to sell you an experience, a story rather than to
focus on the product.
64
Facebook is a good example of something that we have in mind as something we

cant live without
Experience = Value
User experience is a continuous process, for instance, how we treat customers before
and after they by the products
Therefore, a high experience will create value.
How to measure Customer Experience?

Mystery shopping,
o Identify the point of friction (from awareness to loyalty)
Reviews
Surveys
A point of friction problem is something that customers feel during the purchase
experience.
KPIs are metric system, there is a need to think about it, and there is an issue to take care
of cultural differences.
65
Delivery gaps
Net Promoter Score (NPS)

Most of the companies feel they deliver a good customer experience, however, there is
a gap between the companys feeling and the customers perceptions. The NPS helps to
have a clear view of the customer EXPERIENCE.
The Net Promoter Score is a loyalty measurement
As the people tend to

be rather ice with the points they attribute, we consider that the customer giving 7-8 are
neutral ones, and those above are the promoters, those under are the detractors.
The question asked to the customer will be: To what extend are you likely to recommend
our brand to your friends/family?
The Net Promoter Score only measures the paying customers.
66
Customer Effort Score (CES)
Here we try to see how hard is it to accomplish an issue as a customer?
Here we really have to take into consideration the limits of the metric system, as in several
countries, a 7 wont mean the same thing and be evaluated the same way.
Customer Satisfaction (CSat)

We try to immediately assess how are you satisfied?
67
Using Emotions as KPI to evaluate the Customer Experience
But how can we measure emotions?
Websites (tracking)
Training events
In store
On product
Mailing
68
Emotions however,
are spontaneous, and are measured on 2 criteria:
- Arousal : not excited very excited

- Valence : negative positive excited
Emotions are key to drive customer experience success
69
CX/UX measurement in the digital context
Emolytics measures customer experience through the prism of emotion, scientifically,

helping businesses make informed decisions that impact results.
They use a scientific algorithm according to research evaluation on emotions:
Pop-up on website
o How do you feel about this website? easy to express, followed by
other questions like
o Why do you feel so?
Emoscore is based on algorithm evaluated scientifically and provides the result:
Webiste feels that Im irritated (by seeing where your mouse is moving)
adaptation of interface of website
Website adaptation to emotional state of consumer
Measuring emotions in multiple contexts
Companys Challenge
Question: How to capture qualitative customer feedback in quantity rapidly in a world
suffering from attention deficit disorder?
70
Customers Expectations
Answer: Make it easy for your customers to participate in simple, engaging surveys that
deliver insights in multiple contexts.
Business Performance
Results: Continuously monitor a scientifically validates KPI correlated to loyalty, purchase
intent and recommendation with automated market research
71
Emolytics Platform Benefits

Multi-channel
Standardised questions
Highly Customisable
Web based reporting
Benchmarks available
Scientific methodology
Unique KPI
Simple, yet powerful data analysis
Setup in minutes
Automation logic & processes
Strategic and tactical benefits
Strong privacy standard
72
Guest speaker: Simon Haze Contamination in ABS

SHARING GOODS? YUCK, NO! AN INVESTIGATION OF
PRODUCT CONTAMINATION IN ACCESS-BASED SERVICES
Why do we buy goods ?

Goods are why we buy goods? or because it renders a service to us?
The importance of physical products lies not so much in owning them as in obtaining
the services they render (Kotlet,1977)
The sharing economys worth is estimated to grow increasingly high:
As a whole, the sharing economys worth is estimated at more than US$100billion and is
expected to rise rapidly as consumers and firms seek to maximize efficiency in volatile
economic conditions (Sacks, 2011)
By 2025, the sharing economy is expected to be worth $335 billion.
Sharing economy has become a topic in everybodys mouth, from common press,
professional press to more scientific ones.
Why is it booming right now?

Digital transformation (Ubiquity of Internet and rise of digital technologies, that
allow this services to be really productive)
73
Global economic crisis

Relationship between ownership and well-being (Consumer question the
importance of ownership and the link between ownership and well-being)
Sustainable development/issue
Structural shift: re-urbanization and growing population
Importance of convenience; value time
Increasing global competition

Focus on access-based services

Access-based services, collaborative economy, sharing economy, on-demand
economy, product service systems, commercial sharing programs, access based
consumption,
But what does that even mean,

access-based services?
Definition
= market-mediated transactions that provide customers temporally limited access to
goods in return for an access fee, while the legal ownership remains with the service
provider
So access-based services is based on the following assets:
- Based on time used (temporally usage)

- Access fee
- No transfer of ownership
There are positive and negative statements about it:
74
Positive statements
Negative statements
not able to produce a sufficient level of demand - Positive attitude about it but still
reluctant to use it
But those services can also meet resistance. As a manager you should remember that
customer are first
Customer purchase process
75
Communication Channels
Customer decision making process

Need recognition
Search for information
Evaluate that information
Decision making
Evaluate the decision
Here we will focus on the evaluation steps, so the why

behind a decision.
In fact, the reasons to be for something differ from the reasons against. Its not just
the exact opposite.
This is why it is important to look at the reasons that make us decide against ABS, in
order to implement a strategy which will overcome the barriers against rather than
promoting the reasons for.
76
An integrative framework of customer barrier to ABS
This graph gives the different reasons that can lead to the rejection towards ABS. One of
these reasons is contamination. It is the aspect on which we will focus for the rest of the
presentation.
Contamination
= refers to all the actual physical contacts or imagined physical contacts that a person
may imagine when thinking about ABS
Contamination :
- Just knowing that someone else used to can raise contamination barrier
- Not only about dirtiness
Examples of bad experiences in ABS, linked to contamination (here dirtiness) with the
provider Zipcar:
77
The first story is about a person who rented the same car for the 3rd time and who
observed the same dirty blotches on the back seat as well as general dirtiness (sand
everywhere). Even though the person reported it, nothing was undertaken to tackle the
issue, leading to them switching to another operator.
The second story is about a mom who found a condom whipper in one of the backseats
while driving with her 5-years old child.
Some statements on contamination towards ABS:
78
Prior research
Law of contagion = when a source and a target come into direct or indirect
contact, the source transfers some or all of its properties to the target.
Negative and positive customer responses to touched objects impact
evaluation of to-be-owned products
Contamination is weak in contexts where contacts are expected
According to contamination theory
Source Target
The source is the customer and the target the needed object
Ones they come into contact there is a transfer between the two (transfer of
essence or germs)
Prior research suggest that contamination may be weaker where contacts
between source and target is expected.
o Counterfactual3 aspect
We lack of understanding the contamination effect
Studies: An overview
3 =relating to or expressing what has not happened or is not the case
79
Study 1 : How important contamination concerns are in

access?
Property rights theory :
o In access: you just have the right to use it, you dont know whos using it
(before, after)
o In ownership: when you own the product you can regulate and deny the
access to the product to others. You have the right to use it at your own
discretion, you know who else is using it
Anonymity of access-based services
Contact with an unknown person
Negative contamination
Hypothesis: Consumers have higher contamination concerns in access-based services

than in ownership
Between-subjects experimental design, consumption mode as the

experimental factor
Various product categories
Adult sample from MTurk (n = 289; 46.7% females; Minage= 18, Maxage= 74,
Meanage = 34)
Measures: gender, contamination concerns
o Woman are more likely to experience disgusting feelings because of
genetic factors
o (5-item newly developed scale: To what extent would you worry about
finding germs in/on this [product]?, To what extent would you fear being
in contact with germs when using this [product]?, I would think about
germs spontaneously when using this [product], I would be concerned
about getting a disease when using this [product], and Touching this
[product] would be a concern to me. ;=.96),
80
Results
Travel cooler : Contamination is really an issue here as it concerns an item where

we will put food and beverages in it, so things we will take orally after.
Toys are too personal, thats why the contamination is high
Cars can already be shared with friends and family and the car sharing has
already a higher popularity, this is one of the reasons that contamination is low on
this product category
81
Study 2 : Who is more likely to have such concerns?

It is important to know who is experiencing these concerns (segmentation & targeting) to
convince them afterwards that the service is free of contamination.
Strong feeling between disgust and contamination
Personality traits predict human behaviours

o Big Five taxonomy = minimum number of traits and stable across cultures
Neuroticism, once tendency to experience negative feeling or
psychological distress positively related to disgust feeling
Openness, open to experience and to be curious on an intellectual
point of view negatively associated to disgust feeling
Agreeableness, tendency to cooperate with other, show empathy
and warmness - negatively associated to contamination
Extraversion, tendency to show off, to be energetic (introverted ><
extraverted) - no hints in the litterature
Conscientiousness, once tendency to be self-organised- no hints in
the literature
Neuroti
cism
Conscie
Openne
ntiousn
ss
ess
Big five
taxonomy
Extraver Agreeab
sion leness
Individual factors (i.e gender and personality traits) predict disgust-related

responses
Strong relationship between disgust and contamination
Hypothesis: Customers personal characteristics (Big Five Taxonomy and Gender) are
related to contamination concerns about ABS
Survey in the car-sharing context, MBA student sample in Belgium (n = 178;

53.7% females; Minage= 18, Maxage=37, Meanage = 23.7)
Measures
Concerns about product contamination ( = .888)
Mini-IPIP scale for personality traits
82
neuroticism ( = .753), openness ( = .644), agreeableness ( =

.749), extraversion ( = .730), conscientiousness ( = .668)
Car-sharing why?
Contamination concerns are the lowest with car (study 1)
If we find results in the lowest example it may be significant for all
the other access based services
Results
o Multiple regression analysis: which dependant variable explains the
independent variable
/!\ First look at P values to check if there is signification (>.05)

Extraversion is not associated significantly with
Contamination
83
Agreeableness is associated
If you look at the Beta youll see if there is a positive or negative
relationship between the dependant and independent variables
Study 3: Consequences on the adoption of ABS?

Contamination concerns
o Disease avoidance system activated
o Negatively influence customers product evaluation, purchase intention,
and willingness to pay in retail contexts
Hypothesis: Contamination concerns negatively influence customers attitudes and

intentions to adopt ABS
Study 3a
Survey in the car-sharing context, MTurk American adults sample (n =
123; 38.2% females; Minage= 18, Maxage= 65, Meanage = 32)
Measures:
o Intention to use the service ( = .87)
o Attitude towards the service ( = .96)
o Concerns about product contamination ( = .95)
o Gender
Results of multiple regression analysis
o Attitudes ( = -.381, p < .001)
o Usage intention ( = -.307, p = .001)
Limitations?
Study 3b
Two-group between subjects experiment (goal prime: disease
avoidance vs. neutral) in the car-sharing context
Priming method: scrambling task
Sample: MTurk American adults sample (n = 112; 47% females;
Meanage = 35)
Measures
o Attitude towards the service ( = .97)
o Gender
Results
84
Note: To test for causal relationship you use experimentation and not survey
Study 4: How to reduce contamination concerns?

To reduce resistance
- Clever and appealing organizational communication

- Cleaning feeling of contamination
- Providing information (about cleaning) to pre-empt customers concerns
o Eg Car2Go
Because car-sharing and car-ownership are closed in the way to use it, you will make a
comparison
You may believe that you are more resistant to your germs and those of your family and
friends, rather than an unknown person.
Hypothesis: High (versus low) cleaning frequency communicated through

advertisement negatively influences consumer contamination concerns in ABS
Hypothesis: High (versus low) cleaning frequency communicated through

advertisement positively influences consumer contamination concerns in ABS
Between subjects experimental design, maintenance frequency (low vs. high +

control) as the experimental factor
Car-sharing context, MBA adult sample in Belgium (n = 98; 45.4% females;
Minage= 20, Maxage= 55, Meanage = 27.6)
Measures
o Attitude toward the service ( = .904)
o Concerns about product contamination ( = .928)
o Gender
85
Results
86
General discussion
Managerial implications
Understanding customers perceived barriers is crucial for service providers
Contamination = important barrier to adoption

o Individual characteristics as appropriate segmentation criteria
o Targeted actions:
Additional paid services (eg. Disinfection)
Free trials (exposure)
o Displaying appropriate information
No information about maintenance frequency
Limitations
Differences across product categories?
Differences across (and beyond) access contexts?
o Contamination effects more/less salient in P2P vs B2C?
Role of cultural orientation, education, and socioeconomic status?
o Cultural factor depending on your cultural beliefs you may feel different
about contamination
How to reduce contamination concerns?
o Perceived similarity between customers?
87
o Perceived control over other users?

What cues in the servicescape may trigger contamination responses? Boundary
conditions? Impact on CX?
Students sample
88

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DELHAYE Marie (s154262)

Consumer Behavior 2016-2017 (M2)

60% open questions (+1/0)

40% MCQ (+1 / -0.25)

Monday 09/01/2017: 1,304,00 PM in N1

Course taught by myself (including the videos)

Nudge challenge: The main ideas of:

The 6 articles you examined in detail for your respective project

Conferences and lectures (5 in total)

Introduction to Consumer Behavior

Robert Cialdinis Principles of Persuasion

Secrets from the science of persuasion

Influence us to say yes

When making decision reality we need shortcut to make decision

6 shortcuts cut human behavior

1- Reciprocity obligation to give when you receive (invitation to party, favour of

What is Consumer Behavior ?

Maslows Hierarchy of Needs

Are we in control of our own decisions ?

A brief History of Nudge

The Competition Nudge Challenge : Objective1

Some inspiration and resources

Influence & Manipulation

1. Economic tools (bonus-malus)

1 NOT TO STUDY&READ FOR EXAM!!

What is an Experimentation Plan?

Presentation Techniques (Based on Consumer Behavior)

Do prescriptions work better than proscriptions ?

Considering the many social and environmental imperatives, we will be examining

In the 21st century, many social problems need to be solved

A strong understanding of the audience behaviour is absolutely needed.

So Social Marketing can be to accept a new behaviour or to reject a specific behaviour.

Social marketing sellsa behaviour

Social Marketing is about

Legal, economic, or coercive forms of influence

Origins of Social Marketing

Books and articles are published

Main differences between Social Marketing and

You try to sell a behavioural change and not a product!

What is the price in a Social Marketing environment?

Entry costs (when adopting the new desired behavior)

What is the perceived price in a customer perspective?

Many cost compared to a competitive behavior

What are major strategies to manage costs?

Perceived costs of mammogram

The case of car and bike-sharing

Who are the competitors?

The case of condom use

Alcohol industry (you don't see all the risks)

Example of the competition of bike use

Main differences between social marketing and commercial

Social marketing: more challenging!

Other ways than Social Marketing to influence Behaviors?

What is the usual big mistake in Social Marketing campaigns?

Example of a rushed campaign The case of tap water versus bottled

Tap water seems an obvious choice

WHY customers buy bottled water, while they have to:

Figures & paradoxal facts

In 2001, each Belgian citizen drank 127 Liters of bottled water

Tap water Bottled water

How tap water producers can promote a sustainable choice

Why a boomerang effect?

A VERY good understanding of the psychology of the customer and a thoughtful

Key Success Factors in Social Marketing